More than just press releases Comms & Digi who we are and what - - PowerPoint PPT Presentation

More than just press releases…

Comms & Digi – who we are and what we do!

• How communications has changed
• The role of Comms and Digi at Dogs Trust
• What we do and how you can help!

What We’ll Cover Today

These were some of the ways we received our news:

Once Upon a Time….

Communications Today

• The media doesn’t stop – we have a rolling 24 hour news service.
• People receive their news on many different platforms not just through

traditional media outlets.

• The type of news content people consume is changing. Our content must work

harder to engage people and stop them from scrolling on.

• “Fake news” online is a significant problem. Social media platforms facilitate the

creation and spreading of misinformation, making crises easier to ignite but harder to control.

• Social media means everyone’s a publisher – a potential brand champion or

critic.

• The use of data means marketing has become much more sophisticated.
• The number of messages we receive each day has exploded.

Communications Today

Result: We’re all a little overwhelmed!

1. We have to work harder than ever to cut through the noise. 2. We need to be targeting the right people with the right messages. 3. We must be clear with our audiences, and take care not to confuse people.

What does this mean for us?

Hang on a minute, I’m confused! No, Freedom

So you’re

about rehoming? Or Dog School?

• To understand our audiences.
• To know which messages our audiences respond to.
• To help people know and love our brand and what we

stand for.

The Role of Comms & Digi

• We’ve been going through some
• changes. Once fully recruited we

will be a team of 26 based in Head Office

• 4 Regional PR Officers based at

Rehoming Centres in Evesham, Harefield, Manchester and Glasgow.

• And our team dogs, Daniel the

Spaniel and Pete the Chihuahua!

Who are Comms & Digi?

What’s Our Strategy?

• We want people to Think Dog, Think Dogs Trust.
• Be the ‘go to’ resource for information on dog welfare.
• Be known for Rehoming and Training.
• Leading voice on “sources of dog” issues like puppy smuggling.
• Be better known for A Dog Is For Life. The slogan is more famous than we

are, and could be used to demonstrate our lifelong adoption support. Still to come: Our audience insight work will be getting underway to help us better understand who are audiences are, how to reach them, and what messages resonate most with them.

Integrated Campaigns

A Dog is For Life Puppy Smuggling

PR & Media Relations

• Over 6,800 pieces of media coverage between Jan

and July this year, reaching 1.5 billion people!

• Operate a 24/7 media relations service, including
• ut of hours.
• Provide dog welfare advice, statements and expert

interviews to journalists.

• We protect our reputation in a crisis i.e. dog bites,

charity governance issues.

• Provide spokesperson briefings and media training
• If any media calls come to you – send them our

way!

Celebrity Liaison

• We work with a number of celebrities to

help raise awareness of our work and help us reach a wider audience.

• Celebrities often rehome our dogs or sign

up to Dog School and training.

• They help front some of our biggest

campaigns like ADIFL and puppy smuggling.

• Raise money or donate items to Dogs Trust.

We only work with celebrities who enhance

• ur brand, and we do not pay any of these

supporters.

Once recruited we will have two dedicated internal communications staff in the directorate. They will be responsible for managing

• ur

internal comms channels such as the Pawtal, the staff noticeboard, and overseeing

• ur communications to staff about

key updates and goings on within the organisation.

Internal Comms

Digital Experience

• Our digital experience team includes social

media, digital marketing, and website development.

• Between May and July this year we had over

2.4m users to our website – a 33% increase on last year.

• The most popular section was Rehoming with
• ver 34.69m unique page views!
• In the year to date we have gained more than

100k new followers/subscribers across our social media platforms.

• WAG, 3 issues per year, circulation is

830,000 each issue

• WAG has very dedicated readers who

LOVE dogs and Dogs Trust

• Others: Annual reports for DT and DT

Worldwide, DT guide for vets

• We capture inspiring stories for our

big campaigns and for teams to use across the organisation.

Content & Stories

• Everything we do relies on strong story
• telling. If you’ve got something to

share, we’re all ears!

• Let us know if something big is

happening that you think we should be talking about.

• If there’s an issue or a potential crisis,

let us know ASAP so we can help.

How can you help?

Thank You!